Theaters from Broadway to those in communities across New Jersey are trying to figure out how to bring audiences back following the COVID-19 pandemic.

As shows begin to reopen in September following an 18-month pause, an advertising campaign began on Monday aimed at potential theatergoers.

Called “This is Broadway,” the campaign hopes to attract ticket buyers who live closer to New York City, with domestic and foreign tourism still diminished. It is not only the Broadway theaters trying to fill seats, but theaters across New Jersey as well.

“There’s this added level of pressure for us because of these health issues,” says Mark Hoebee, the producing artistic director of the Paper Mill Playhouse.

Hoebee says that the pandemic has changed the responsibilities and the way of doing business for the theaters.

“What we’re doing now is rebuilding confidence with our audiences that we are going to take care of the while they’re here,” he says.

Last week, 30 theaters in New Jersey, including the Paper Mill Playhouse, announced the campaign “Opening Night, Opening Right” through the New Jersey Theatre Alliance. It sets up a joint set of protocols. Audience members will have to prove that they have the COVID-19 vaccine or possess a negative test to attend a show.

Theater officials say that it is about keeping theatergoers and staff healthy and sending a message that seeing a show is safe.